Full of moxie, Ashton Sweitzer takes on Philly

Lititz storeowner falls short of a $10,000 bonus, but knows the value of a special opportunity

Ashton Sweitzer had a very good day in Philadelphia.

The 25-year-old shopkeep from downtown Lititz was at the top of her game as one of three finalists vying for a $10,000 bonus at the Know Your Value conference held Friday, April 10, at the Loews Philadelphia Hotel.

The conference was developed by MSNBC “Morning Joe” co-host and part-time Warwick Township resident Mika Brzezinski as a vehicle for women’s empowerment. The title of the conference, one of five to be held throughout the United States this spring, is based on her 2011 best-selling book “Knowing Your Value: Women, Money, and Getting What You’re Worth.”

Sweitzer, whose husband, mother, and mother-in-law were among those cheering her on, was poised and calm as she appeared sporadically among a sea of more than 600 attendees, most of whom shelled out $225 for the privilege of being there.

Among the celebrities and experts paid for being a part of the event were Brzezinski’s co-anchor Joe Scarborough; Dr. Tanya Benenson, chief medical officer and vice president of Comcast NBCUniversal; Amy Cuddy, social psychologist and Harvard Business School professor; Donny Deutsch, MSNBC personality and former marketing CEO; Katty Kay, BBC America anchor; Hoda Kotb, “Today” show fourth hour anchor; Ida Liu, managing director and head of North America Asian Clients Group for Citi Private Bank; Michelle Smith, founder of MILLY brands; Andre Leon Talley, former Vogue editor; Denice Torres, president of McNeil Consumer Healthcare; and Sen. Elizabeth Warren, D-Mass.

Sweitzer mixed with notables including Brzezinski, MSNBC anchor Thomas Roberts, and actress Brooke Shields, who offered the Lititz entrepreneur some style advice live in front of the crowd:

“It’s important to own your story – that means something different for you than for any other person,” Shields said. “Don’t try to replicate anyone else. Have confidence where you came from and where you want to go.”

Shields advice came at one of the several intervals throughout the day’s program where Sweitzer and her two fellow finalists, Denise Uzzelle of Lancaster, Texas, and Joanna Schwartz of Philadelphia were featured.

Sweitzer was buoyed Lynn Seth of Bucks County. Seth, who is with the Johnson & Johnson Human Performance Institute, Orlando, Fla., was assigned as Sweitzer’s life coach preparing for the Know Your Value competition Philadelphia event. Seth was with her for the three-day intensive training in Florida in early April and through the final competition.

It was clear Seth had Sweitzer’s back during a quick interview Friday.

“She’s been awesome to coach,” said Seth. “She’s so open to the good and the bad. I really think she is developing a new story.

“That’s half the challenge for anyone…open to making a change.”

Change has been the hallmark of 25-year-old Ashton Sweitzer’s young life.

The 2008 Warwick High School graduate set off for Eastern Carolina University to pursue a degree in psychology. Working her way through school and finding a real liking for the retail business, she changed her career even before starting one. In the days before graduation in early May of 2012, Ashton (then Whitmoyer) was putting together a store 400 miles away, Glitz on Main, that she would open before the month was out.

Just about a year and a half later, she moved that store a block closer to the heart of her hometown of Lititz and expand its operation. A year after that, she walked down the aisle with her childhood sweetheart Ryan Sweitzer, also a 2008 CHS grad.

In three short years, she became a veteran storeowner and even president of the Lititz retailers’ organization.

And, upon entering the Know Your Value competition after reading an article in the Lititz Record Express about Brzezinski and her mission to empower women, Sweitzer became one of three finalists for the Philadelphia leg of the tour.

Brzezinski said Sweitzer was selected because she had “moxie.” “The Morning Joe” co-host and author may have been understating Sweitzer’s character.

But behind the bright smile and seriously escalating career, Sweitzer endured a scary blip during her college years – a controlling and abusive boyfriend. That experience, though overcome, has made her committed to helping abused women. Her deep faith is a component in that commitment.

All three finalists, in the penultimate moment of the competition, had one minute to make their pitch about why they should be selected for the Know Your Value $10,000 bonus.

Uzzelle spoke of her work with disabled veterans and Schwartz focused on helping challenged children.

Sweitzer noted her college experience.

“I was one of the 43 percent of college-age women in an abusive relationship,” she said. “Because of him, I started to question my value and self worth. He even told me I would never amount to anything.

“Well, at 22, I opened Glitz. And I speak to students about how to overcome bad relationships. I would use that $10,000 bonus to hire employees and invest in products, and give back to others. For three years, I’ve helped women look their best on the outside and I want to help them to be their best in the inside.”

Judges Shields, Roberts, and Renee Chenault-Fattah, WCAU/NBC10 anchorwoman, all praised Sweitzer’s words. Roberts lauded her for “sharing her journey,” Shields for taking “a personal journey and applying it to others,” and Chenault-Fattah for “honesty and realness.”

In the end, though, Sweitzer and Uzzelle, who became a sort of extra mom her, fell short and Philly hometown girl Schwartz won the $10,000 bonus.

Still, at the end of a long day, Sweitzer was all smiles, trading hugs not only with the celebrities on stage, but more importantly with family members who came to Philly to join in her big day.

Husband Ryan, somewhat nervous through the day, was beaming at its end.

At the end of a long day at the Know Your Value conference at the Loews Philadelphia Hotel on April 10, finalists (from left) Denise Uzzelle of Lancaster, Texas; Ashton Sweitzer of Lititz; and Joanna Schwartz of Philadelphia, await the announcement of who will win the $10,000 bonus. (Photo courtesy Louis Burgdorf/NBC)

“I’m so unbelievably proud and so excited for her,” he said. “This is such a blessing.”

Mom Kristle Evans made no secret of her anxiety.

“I’m still so wired…there’s your baby up there,” she said. “It was amazing to see how she processed everything, how she put her voice to something inside her. We’re so blessed and thankful for the wonderful opportunity MSNBC and her coach gave her.”

Ryan’s mother, Danell Sweitzer, voice cracked through tears.

“Our whole family feels extremely blessed,” she said. “Now everyone else can see her bright smile and her star quality.”

The Know Your Value conference in Philly capped off an incredibly busy nearly three weeks for Sweitzer. It was on Monday, March 23, that Brzezinski showed up at her shop to surprise her with the news she was one of the three finalists. That Saturday, March 28, she was in Manhattan at a high-end salon for a makeover. Then it was back to Lititz to pack and fly off Sunday, March 29, for three days at the Johnson & Johnson Institute in Orlando. Then back again to Lititz and normal life before reporting to the Loews Hotel on Thursday, April 9.

But…following Friday’s exciting events, Sweitzer was off to a bachelorette party in the South for her bride-to-be sister Britt. Sweitzer previously told the Record Express that Britt had put “her wedding plans on hold” to support her sister, and Sweitzer vowed after the Know Your Value conference ended the spotlight would be on Britt. Photos of the weekend clearly show the joy of the celebration.

On Tuesday, Sweitzer shared the MSNBC post summing up Friday’s event and added her own reflections:

“For those of you who have asked, I did not take home the $10,000. But I took home something WAY more than that: confidence, perseverance, and MOXIE!” she said. “It’s a scary thing, putting yourself out there, taking risks, pursuing a new dream, and using horrible past experiences to make a difference in the world.

“I am so ready to pursue this passion of mine and so grateful for Mika Brzezinski, Brooke Shields, and the whole Know Your Value team!

Visit msnbc.com/knowyourvalue to enter the next “Grow Your Value Bonus Competition” (submission deadline ends on Sunday, April 19th) and to purchase tickets to the May 15th Know Your Value event in DC.